fbpx

Marketing

Indoctrinate New Prospects

How To Indoctrinate New Prospects Into Your Brand

As a business owner, do you indoctrinate new prospects as much as you hustle to market your content to the right audience?

When running a business, converting your audience into paying customers is key to turning profit and growing your brand. This is what we call the indoctrination process, and it’s all about nurturing your leads.

Don’t forget to indoctrinate new prospects into your brand. This portion is often skipped; however, it needs to stay at the forefront of your marketing. From the lead magnet that prompted a lead to give you their email address, that welcome email that locks in their interest, all the way to following up after a purchase is made. And don’t forget about your website copy, blog content, exclusive offers, and so on. 

2 Steps To Indoctrinate New Prospects Into Paying Customers 

Indoctrinating new prospects starts with the lead opting in with their email address.

Next comes the welcome message, but it doesn’t end there. 

Welcome Your Lead Into Your Business’ Culture

You’ve done something right so far because a lead has opted in to receive your emails. But we all know how emails go. If it’s not done right, then we quickly hit unsubscribe because we don’t want an irrelevant chain of emails clogging our inbox. 

So how do you capture your audience’s attention and get them excited about what comes next?

On top of writing copy that represents your unique brand voice, your friends at FocusCopy write in a way that will indoctrinate your leads into your brand. 

Because at the end of the day, what good is great copy if it’s not converting leads into paying customers?

Are you wondering, “What is my business’ culture?” Let FocusCopy help you engage your audience with your brand specific voice through effective copy. Reach out today!

Introduce Yourself In A Relevant Way

So this takes a bit of finesse. You want to introduce yourself – but in a manner that is relevant to your product or service. 

Talk about who you are and how your business exists specifically to make your customers’ lives easier. 

However, you also want to keep it fun, light, and engaging. After all, people want to feel like they’re communicating with a person – not a bot.

Furthermore, this email might contain that special offer your audience opted in to receive. So make sure you include that piece of value. 

Then, to finish it off, give your audience a little taste of what they can look forward to with your future emails.

Focus On The Prospects Wants & Needs

In your next email to your lead, let them know that you understand their needs. They wouldn’t have subscribed in the first place if there wasn’t something that sparked their interest.

So the key here is to keep that momentum going while offering value to their own life or business.

To do this, you want to focus on their pain points and the solutions you provide. 

For instance, consider a hypothetical health food company, Raspberry Blue, that is pushing their new beverages. It’s no secret that there are tons of competing businesses out there. So this (fictitious) company needs their audience to understand why their product is the best option.

How do you do this? Tell them the benefits!

Raspberry Blue has been shown to improve cardiovascular health, give you that pep of energy to get through your day, and is a healthier alternative than your mid-day snack. Did we mention their drinks are low in calories, contain no added sugar, and are ultra low in sodium?

Bam! 

If you’re in the market for healthier alternatives due to a recent diagnosis of high blood pressure, wouldn’t you want to at least give it a shot?

We definitely would!

Show Your Prospect How Your Business Will Improve Their Life

By now, you’ve introduced yourself and your business. Most importantly, you’ve empathized with your audience’s pain points on a human level. 

Now, it’s time to really show your prospects how your product or service will improve their lives. 

Give examples, provide testimonials, heck – you may even offer a money-back guarantee. Because at this point, if they’ve opened and read 3 whole email newsletters, then you’re definitely doing something right. 

And like all communications, point your lead in the direction you want them to go. Whether that’s Order Now! or a link to your product or service page, make this next step easy. Tell them where to go and provide a direct link.

Don’t Leave Your Leads Out In The Cold

Here’s where we see business owners fumble the most. 

You’ve created content, utilized marketing tools to reach your target audience, and they are engaged! The proof is in the opt-ins to receive your emails.

Moreover, you’ve been sending them newsletters with value. They know you, they know the benefits of your product or service, and while they haven’t made a purchase yet, they haven’t hit unsubscribe. 

While you don’t want to bug them with a ton of emails and texts, you also don’t want to leave them out in the cold. 

This is where your conversational content keeps you looking human and your leads interested. Just because they haven’t given you their money yet, doesn’t mean they won’t.

Maybe they’re budgeting their next quarter, or maybe they just need a little more convincing. Either way, don’t give up on your leads. 

If running your business is leaving you no time to create consistent and effective copy, then FocusCopy can help. Through our services, you’ll be able to capture the attention of your ideal customers with value-laden content that will convert. Reach out today, and we can talk over a warm cuppa.

Continue Nurturing Your Leads With Value-Driven Content

The same care you put into your email newsletters should also go into every piece of content you create.

This means website copy, blogs, social media, texts, direct mailers, and so on. Stay in touch and stay relevant. 

Furthermore, if your audience is reaching out, despite not being paying customers, continue to engage. Doing so builds trust and credibility.

That being said, we’re not telling you to offer your services for free. But you can answer questions and give pointers. If the requests are encroaching on the services your business provides, direct them to receive your services as a client. And let them know why!

With a paying customer, you’ll be able to devote a whole lot more attention, and you’ll be personally invested in that person’s success. But again, it takes finesse. 

Continue to show up in their inbox with intriguing newsletters that contain backlinks to blogs to your website. Not only will well-written blogs with SEO improve your Google ranking, but you’ll be continually offering something of value that is relevant to your ideal customers. 

Need Help Indoctrinating New Prospects Into Your Brand?

Don’t fret! 

Your friendly copywriters at FocusCopy would love nothing more than to discuss your business goals over a warm cup of coffee. We help entrepreneurs just like you narrow in on your brand voice and utilize our tools to establish and grow your brand.

So whether you don’t know where to start or just don’t have the time, you can still reach and engage your target audience. After all, if you’re not indoctrinating prospects and converting leads into paying customers, how will your business become the success you envision?

Ready to put an indoctrination process into your marketing plan? Grab your cup of joe and contact FocusCopy today!

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
create backlinks

How To Create Backlinks & Drive Valuable Traffic to Your Landing Page

As you’ve transitioned your storefront and services online, you can’t help but wonder how people are going to find your website. You know that almost 88% of people in America shop online, but how will your business reach them? 

But on top of building or updating your website, you’re figuring out shipping logistics. You’re creating social media pages and finding quality IT support, (not to mention balancing your personal life obligations). Learning how to bring people in online is a problem to solve later. 

However, you understand that the more customers you have visiting your website, the more likely it is that you close sales.

And of course, you’d be right! 

Then, after all the hustle and bustle of getting your website live is over and things have calmed down for just a second, you keep seeing the term SEO pop up when you’re googling strategies for online marketing. But it might as well be gibberish – search engine optimization? What even is that? 

As it turns out, the way to generate more web traffic has a lot to do with SEO – especially a little term called backlinks. 

What Are Backlinks? 

Backlinks play a huge role in your SEO ranking on search engines – especially Google. 

Basically, backlinks are links within a piece of content that sends a reader to another website when they click on written text. 

For example, if you were writing a blog article about “How to Make Cold Brew Coffee”, you might want to talk about the best brand of coffee for the brew. Including a link to the coffee vendor’s website is an effective way to provide your readers with even more information or resources. 

After you hit publish and the blog post is live, the business you linked has now earned a backlink from you. This makes search engines give their website a vote of confidence – so to speak. 

When this happens, Google begins to recognize the linked website or article as providing valuable information. Backlinks are like your digital reputation or credibility in the eyes of Google. So when more websites link to your own, search engines see that you’re providing value to users online, and thus, raises your ranking in its index.  

Which, in turn, leads to more organic traffic! 

Simple enough, right? Well, “how do you actually create backlinks?” you might ask. 

1. Create Exemplary Content 

Quality content is first and foremost the secret ingredient to successful SEO marketing. 

The returns from high-quality written content for your SEO game are two-fold. First, well-researched, properly formatted, and grammatically sound content written by professionals will signal to Google that you produce quality information on your industry. Copywriters and content marketers know how to not only capture your brand’s voice and speak in the direction of your audience, but they know how to incorporate keywords into their work. That means when someone searches Google with certain words or asks a question, your website will come up – ready to solve their problem or steer them in the right direction. 

All of this already gives you a massive boost to your SEO standing. 

But as an added bonus, the better your content is, the more likely it is that other websites in your industry will link back to your articles. So you’ll earn Google’s stamp of approval for producing good content and when others in your industry recognize your thoughtful work. 

Need a team of master writers to support you in all your SEO endeavors? Our copywriters are on standby. Sign up for a discovery call with us today

Skyscraper Content (Or How To Rise Above The Rest)

Skyscraper content is a type of content that rises above every other existing piece of content on the same subject. While challenging and time-consuming, (skyscraper articles should be 1,500+ words, ideally, even more!) investing your energy into creating long-form skyscraper content could give you an edge. 

Similar to pillar content, you can use skyscraper content as an opportunity to create in-depth educational guides and online courses. Or you can focus on a single question being asked by your audience and answer it extensively. 

If creating a skyscraper piece sounds a bit intimidating, you can always create a smaller version first. Then over time, add more to the piece. Plus, constantly refreshing your content can also improve SEO

Guest Blogs: Share Your Perspective & Insight! 

Another way content creation can create backlinks is through guest blogging. Reach out to other professionals or publications that are in your industry, and ask to write a blog for them in exchange for a backlink to your website. Doing this may even expand your network and make you new connections. 

However, you’ll want to be sure your values align with the publication’s, and that you have some work to show as a reference.  

Find Broken & Old Links, Then Pitch Your Content As Replacement!

Once you have quality content in your arsenal, try digging around online for a while, reading various articles about your industry. Sometimes, older backlinks can take readers to a website that was taken down after the article was originally published. That means the backlink is basically broken and isn’t providing value to the reader or the website that’s hosting it. 

When this happens, reach out directly to the website owner and pitch your content as a replacement backlink. Finding broken links might take a while, but you might be surprised at how many you discover. And, reading those articles provides an opportunity to learn more about your industry.

Either way, finding broken backlinks is a surprisingly effective way to build up your backlink portfolio. 

2. Collaborate & Connect With Your Industry and Network

Another way to build up backlinks besides just creating content is by connecting with others in your industry and network. What’s more, this gives you an opportunity to dive deeper into your industry and audience (and even create professional connections). 

Get Listed On A Resources Page

One of the simpler ways of building up your backlinks is by having your content featured on a resources page. While exploring websites in your industry, look to see if they have a “master list” of website links to other domains. 

Many websites put together a page for their readers where they can learn more about a specific topic. For example, food blogs may have links to websites with more recipes. So send a message to the admin with a link to your content! 

Hop-On A Podcast 

Found a podcast in your industry that you love? Reach out to the host and see if you can join them for an episode.

Joining a podcast allows you to dive right into the heart of the conversations taking place in your industry. You’ll hear perspectives from other professionals, engage directly with your audience, and have the opportunity to share your thoughts with the community. 

Not only is this great publicity for both you and the podcast, but you’ll also have the chance to earn a quality backlink on their website as well. 

Help Out A Journalist

Sometimes, journalists need to speak with experts in certain fields to interview credible sources. You can volunteer your time to answer questions about your industry to help a journalist complete their story. Just ask them to link to your website in the finished article! 

This strategy can set you apart from competitors because a journalist has chosen you to act as a thought leader. When someone who has limited or no knowledge of your industry reads the journalist’s story, they’ll be sent right to your website. 

Ask For Testimonials 

After you’ve been working with a client for a while, ask them if they would like to exchange testimonials about each other’s services. For example, in exchange for your testimonial, you’ll display their testimonial on your website, and then backlink to them. Not only will this generate more backlinks, but it may also bring in more clients since you’re actively promoting each other’s work. 

3. Be Wary Of Quality Backlinks vs Toxic Backlinks

While you might think more backlinks are better, the SEO benefits from backlinks come from the quality of backlinks, not the quantity. 

Originally, Google’s algorithm looked at the number of backlinks more than the actual quality of the link. Naturally, buying and selling links was common practice to quickly accumulate links and rise to the top of Google. 

Now, Google considers backlinks generated in this way as “toxic”, and they harm your SEO ranking instead of bolstering it. 

But, this is just one example of a toxic backlink. Additionally, if websites with similar pages all link to your website with the same hyperlink or anchor text, search engines may register you as trying to build links quickly and maliciously like the tactic above. 

Either way, when you have a toxic backlink, Google’s algorithm will automatically penalize your website. That harms your ranking on the index. 

Want to guarantee that all your backlinks are high-quality? First, you’ll need content written by the expert writers at FocusCopy! Contact us to learn more about how we can help your business grow

How To Remove Toxic Backlinks 

Before you work to remove any potentially toxic links, you’ll have to identify which links could be causing you trouble. 

The Backlink Analytics tool from Semrush generates data about your backlink portfolio and can identify which links might be harmful. And thankfully, there are some ways in which you can remove a toxic backlink from your website. 

For starters, you can reach out to the website’s host and ask them to remove the link to your content. If the link is actually coming from a quality domain but Google incorrectly categorized it, you can ask for a manual review of the link from Google themselves

You can also use Google’s “Disavow” tool from their search console to remove toxic backlinks. WARNING: You’ll want to read up on how to properly use the tool to ensure you don’t harm your website’s search performance. 

Partner With The Content Experts & Create Backlinks

Content really is king when it comes to SEO. But when you’re juggling business obligations and your personal life, there’s simply not enough time to create content yourself. 

To grow your business, you need a team of copywriters who can support your content creation, make your brands stand out from the crowd, and help you bring in more leads. So, reach out to us at FocusCopy! We’d love to talk about your goals and how we can help you achieve them. Schedule a discovery call today.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Identify Your Target Market

Why Is It So Important To Identify Your Target Market?

Have you ever felt as though you’re speaking into a void when it comes to your marketing materials? 

What about talking to potential customers that end up nowhere near you making a sale?

No one likes to exhaust their resources. However, you might be doing exactly that if your main focus is on the wrong group of buyers. In fact, 80% of content is geared towards the wrong audience. Spending all of your efforts speaking to the wrong audience isn’t beneficial to your business or to those customers missing out on all you have to offer.

What you need to do is ensure you’re speaking to the right people. This way, you’re producing deliverables that can convert into sales.

Identifying your target audience is essential to any growing business, and doing so is easier than you might think! 

Need a little oomph added to your business’s copywriting? Contact FocusCopy to learn how we can help your business grow.

Factors That Impact Your Overall Marketing

Identifying your target market is just as important as the product or service you’re offering. Because without talking directly to your target market, you likely end up losing a lot more than you realize.

Money

Did you know? The average small business spends an average of $9,000 to $10,000 per month for online advertising. 

On top of your marketing budget, you also have monthly fees associated with your website and other tools you use to get your name out there. In addition, you have operations and supply costs to cover. 

However, if you’re consistently speaking to the wrong demographic, all of those essential business elements aren’t being recovered.

Resources

On top of your budget, you have all of your deliverables that aren’t earning results because the audience you’re focusing on isn’t the right one.

Time

The time you spend planning, organizing, and executing your advertising adds up. Make sure your time is used efficiently by talking to the audience you really want.

Potential Revenue

The thing is, there are probably plenty of people who are interested in your business. But they’re not buying because they simply haven’t heard of you. Hone in on the potential customers you want by shifting your focus. 

Valuable Assets

A fantastic web design, captivating copy, and a solid team are nothing without its consumers. You can have top-notch work simply decaying because it isn’t being seen by those who matter to your business’s revenue.

Need a little help? We can push your business in the right direction with crafted copy that targets your ideal audience.

How To Identify Your Target Market

Here are the 3 steps you need to take to redirect your business’s efforts:

1. Start With The Demographics

Find out the age, gender, income, and profession of your customers. You may have to make broad strokes to identify an ideal target audience, but the goal is to get your audience to fit 80% of what you write down for the demographics.

For example, your target audience may look like:

  • Woman-owned business that offers a professional service, 35-50 years old, lives in the US, works remote, mother of 3 kids, and married 
  • 30-year old multi-generational company who the son is currently taking over, 35-45 years old, lives in the US, grew up in the company, married, goes into the office or company building for work, bilingual (usually in English and Spanish)

The key here… Get specific!

2. Get Into The Details

Use psychographics to pinpoint your customers’ lifestyles, values, and personality traits.

For example, if we were to take the woman-owned business listed above, her personality profile may include being sociable but introverted, determined to make this work, values family over money, and relationship-focused.

3. Uncover Their Values

Narrow your funnel by learning your customers’ attitude, knowledge, and response to your services.

If you aren’t digging down and getting to the root of who your customers are, it will be tough talking to them about what you can do to serve them better. Your customers want to believe you understand them and are willing to go the extra mile to solve their problems. 

They want reliability, honesty, and value. Understanding everything about them from their age range to their preference in politics helps inform your marketing endeavors.

How To Talk To Your Target Audience

Now that you have your audience, you should be able to talk to them directly.

Demand Their Attention

Don’t be afraid to call your customers out! There’s no need to beat around the bush and evade talking to a smaller group of people because you’re afraid it will single others out. People are much more likely to perk up and pay attention when they feel seen, heard, and understood.

For example, instead of saying “All-Inclusive Legal Services For Texans,” you should say, “Are You The Victim Of A Drunk Driving Accident And Need Legal Representation?”

The point is, you may be a law office that serves all types of clients. However, if your main focus is representing drunk driving victims or their families, you need to say so upfront. Don’t be concerned with leaving others out by zooming in on a specific demographic. 

Instead of spreading a net that’s too wide, you cast a net towards a smaller, but more quality audience.

Get To The Point

You don’t need to worry about using a ton of fluff copy or over-explaining yourself. Too much copy is off-putting and can confuse your customers. Stick to their pain points and how you can solve their problem. Speak their language and use every chance to write in a voice you think they would respond well to.

For example, your audience may have a wealth of experience and knowledge in the oil and gas industry. They know their profession at an extremely deep level of understanding and respond well to efficient copy. In this instance, try to use words and phrases that you know they’ll be familiar with, even if they’re technical. 

As another example, you might know your audience is largely made up of bakers who are in their 20’s. Again, it’s okay to use wording or practical phrases as they relate to the market your customers are in.

Place The Spotlight On Them

In everything you write, place the focus on your customers rather than on yourselves. There are certainly some aspects of your business that customers want to know about. 

However, this doesn’t mean you want them to forget that you’re there to help them. It’s helpful to use copy centered on the customer in your above-the-fold website copy. And use wording like “you” more often than “we”. 

RELATED: Read How to Make a BIG Impact on Your Conversion Rates By Including These 4 Requirements For Above The Fold Website Copy

Set Your Sights On A More Refined Focus With Writers Who Can-Do

Whether your business is 5 months old or 50 years strong, you need to identify your target market and understand who you’re speaking with. We understand because we’ve helped businesses in all stages of growth get where they need to be through comprehensive copywriting services that include identifying your target audience

Have a quick deadline? No problem. We’ll work with you to deliver high-performing copy in a timely manner. Worried about being shut out of input? Not with us! We believe open communication is key to a successful partnership

What are you waiting for? Get started with us today.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Lead Generation Ideas

5 Effective Lead Generation Ideas To Earn More Leads

Finding the best lead generation ideas doesn’t have to be a lengthy or complicated process. There are certainly ways to freshen up your pool of potential customers without having to spend a ton of time, resources, and money.

Maybe you’ve been feeling uninspired about reaching out to earn more business. You might feel stuck in a routine, finding it hard to break through that barrier to see new opportunities.

The truth is, we know because we’ve been there ourselves.

Feeling uninterested and unmotivated can take a toll on yourself, and your business. But lucky for you, we’ve got 5 quick tips you can use to kick your brain back into high-gear. That way, you can narrow down your next steps and focus on what you’d like to see happen first.

Implement These 5 Lead Generation Ideas

Put your budget towards the back of your mind for a second. There’s no need to start sweating bullets because most of these ideas won’t cost you a dime. This means even if one of these tips isn’t exactly the route you want to take, it isn’t a wasted effort. It’s just an additional opportunity to find out what works.

Share these best lead generation ideas with your team and collaborate on how you can go about implementing them. You might be surprised at how much others want to become involved. It can even reignite your inspiration and passion to help get you back on the right track when promoting your business.

If you see something you like but don’t want to write it yourself, give us a shout!

1. Get Social & Connect On LinkedIn

As the most trusted social network in the U.S., you could be part of an expansive group of professionals who can help one another out. Whether you have 5 or 500 connections, keep it moving! 

Continue to ignite new relationships with your target audience and others within your industry. Even if you reach out and connect with people who say they aren’t interested in your services at the moment, their circumstances can change. And when they do, you’ll be right there to remind them that you’re available.

Keep in mind that connecting goes beyond sending an invitation. It also means posting articles, sharing news, and discussing industry-related content with others. By bringing value to your niche, people will begin to notice you more and remember your name when they think of products or services similar to your own.

LinkedIn Ads

If you have a little extra money to work with, you can put it into a social media ad budget to give yourself an extra boost. But it isn’t completely necessary. You may be surprised how far simply connecting with others can take you.

2. Don’t Be Afraid To Ask For Referrals In Your Meetings

You’re already talking to customers who know you and value what you do. At some point, it’s okay to reach out and ask for referrals to help your business grow. 

If you’re stuck on feeling awkward, start by saying something like, “I really appreciate your business, and I’m hoping to expand my business to serve others like yours. Do you know anyone who may be interested in what I have to offer?” 

It doesn’t need to be complicated or sound pushy at all. The worst-case scenario here is that your clients don’t have anyone they can think of immediately. But they may have someone in mind for the future!

Again, take the chance to ask for more business without being too aggressive, and stay true to your brand voice.

3. Type Up A Guest Blog Or Two

The term “guest blog” might sound strange, but it does have a purpose. Guest blogs are blogs you write for someone else’s website discussing matters your industries have in common. Within that same blog, you’ll feature their (and your) services.

As an example, say you work as a professional flooring supplier and installer. You may find a mutual partnership with a real estate agent, home building company, or others who work in construction and real estate. You’ll then write your blog on a topic like “The Best Types Of Woods For Flooring”. But then you’ll feature your partner’s services and link back to yourself. This way, interested readers can visit your site from theirs. 

Doing guest blogs boosts your reach, SEO efforts, and gives you a little more recognition outside of your primary audience. According to Optinmonster, “62.96% of readers perceive blogs with multiple authors to be more credible.” 

Ultimately? Guest blogs can benefit both your partner and yourself. 

4. Put Your Perspective To Paper & Post A Blog

Publishing a blog on your own website is a little less complex than a guest blog but is also one of the best lead generation ideas you can integrate. Blog posts from you (the expert) establish yourself as an authority figure and help you outrank your competitors on popular search engines like Google.

As long as you practice the following key aspects of blog writing, you’ll do just fine:

  • The blog topic is helpful, educational, or interesting
  • Punchy headings and subheadings
  • Call-to-actions (CTAs) throughout
  • Images when necessary
  • Links and sources wherever needed
  • Proofreading before you hit publish

Related: Read 5 Benefits for Writing Business Blog Posts (And How To Start Publishing)

5. Revive Your Online Presence With New Website Copy

When was the last time you updated your website copy? If it’s been longer than a few years, it may be time to take a second look. This doesn’t necessarily mean you need to scrap every bit of information. It does, however, mean that you need to take a deeper look to ensure your website’s copy answers the following questions:

  • Who do you serve?
  • Who are you?  
  • What value do you bring?
  • How will you solve the problems of your customers?
  • What is your reputation?
  • Is your contact information easy to find?
  • How much do your products and services cost? 
  • Are your call-to-action buttons clear?

If your website can answer every single one of these questions and reads well, you’re probably okay. But even if it already does, it may add value to your business if you freshen up the copy while staying consistent with your brand voice.

Feed Your Focus With A Little Help That Goes A Long Way

Are you worried about not having enough time to execute these tactics? Even some of the best lead generation ideas amount to nothing if you can’t incorporate them in a timely and efficient way. 

But don’t feel too overwhelmed. We’re the copywriting experts who know effective branding begins with compelling copy. You may be considering a massive email marketing campaign. Or perhaps you’d like to start small with a blog or two. Whatever you choose, we’ve got your back!

Get started on creating the best lead generation ideas for your business.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
surveying your target audience

What Are The Benefits Of Surveying Your Target Audience To Make Business & Marketing Decisions?

Surveying your target audience to help you make business decisions may not cross your mind. But there are some big benefits to doing so. For starters, you may want customer insight into an ongoing situation or upcoming event. In this case, customer feedback can be an excellent tool to gauge which direction you should take. 

You can’t expect all of your clients to respond or submit feedback. However, any observations you receive could be constructive. Google found that less than 40% of marketers use surveys to help make business decisions. This means it’s an overwhelmingly unused resource for a business owner to take advantage of. Aside from getting customer feedback, surveys have many other benefits as well.

Searching for a stellar team of writers to help create whatever is on your to-do list? Contact us to get started.

6 Benefits Of Surveying Your Target Audience To Make Business & Marketing Decisions

Ideally, you want to talk to each and every one of your customers. By doing so, you can find out where their head is at and how they feel about your services. However, the reality is that this is pretty impossible to accomplish. But there is another way to reach the insight you’re looking for. For example, online surveys can ask questions you may not be able to ask in person.

In addition, digital surveys can:

  • Be easy on your budget
  • Cast a large net all at once, reaching your target audience
  • Be simple to create yourself
  • Managed easily through software like SurveyPlanet or SurveyMonkey

Need help with your digital marketing endeavors? Reach out to FocusCopy and see what you’ve been missing.

1. Get A Gauge On Current Conditions

Events beyond your control can dictate how you conduct business. But you can use surveys to get ahead of the curve. As an example, the pandemic left many business owners stuck on figuring out their next steps. Because there is so much controversy surrounding the pandemic, it can be hard to read an audience. This makes it that much more difficult to make smart decisions that can help expand your business. 

Nevertheless, proactive businesses took it upon themselves to send email blasts surveying their customer base. They asked questions regarding the pandemic to get a feel for their audience’s current wants and needs. And then tried to offer a solution. 

Ultimately, digital surveys helped businesses think about their availability, remote and delivery services, and more.

2. Keep Customer Feedback In Mind

Help Scout says that for every customer who complains, there’s 26 more who feel similarly but don’t say anything. However, you should keep in mind that 95% of customers share their bad experiences with friends, relatives, and acquaintances. As a business owner, you don’t hear every complaint. But many potential customers are hearing more than you know. 

These findings may not seem fair. Nevertheless, there is a way to reach out and hear more from customers who may be dissatisfied. That’s where surveys come in. Keep a pulse on your audience and check up by sending surveys every once in a while. This way, you can find gaps in areas such as your:

  • Business model
  • Marketing tools
  • Management or employee service
  • Wait times
  • Repetitive problems
  • Poor customer service or resolution

Getting feedback in these areas can help you decide what needs to be addressed. In addition, it can tell you where you’re doing well. From here, you can make changes in management, operations, and other departments as needed.

3. Surveying Your Target Audience To Reorganize Priorities

Additionally, surveys can help you rearrange your priorities and get to the root of what really matters to your customers.

You may find that certain products or services are more popular than others. You might even find you have an untapped potential by offering something else you didn’t think of before.

Say you’re a nutritionist and personal trainer who offers packages geared mostly towards healthy eating advice. However, you might get survey results that say people would rather pay more to get additional workout and exercise programs. Even more so, you find your audience isn’t all that interested in one of the packages you offer. This may be the ideal time to consider realigning your priorities and focus less on nutrition by balancing those services with exercise options. Doing so shows you’re capable of listening and allows you to offer something new to current customers based on direct responses. 

Adaptation is key to a business’s long-term success. Your priorities shouldn’t remain the same every month or year. By often surveying your audience, you won’t run the risk of falling behind the market. Or losing customers by not actually offering the services they most want.   

4. Manage Your Reputation

It’s important to maintain your online reputation the best you can. You may not agree with every survey response you receive. But there is always a way to respond with professionalism.

Say you’re hearing a ton of negative comments about your production times. However, you know that your company works as fast as it can to get products to your customers. This may be the time to create a marketing campaign that gives customers an inside look at production, why it takes so long, and the value in not cutting corners.

Your audience will value their feedback being addressed and come to better understand how your business operates.

5. View Your Business From The Customer’s Perspective

Surveying your target audience is an opportunity to see your business through someone else’s eyes. Responses can shed light on an idea or opinion you may not have ever thought of before. There may even be additional opportunities to do some good like making charitable donations or offering discounts to essential personnel. You might find out you can make a certain aspect of your business even stronger. 

6. Give Management And Employees A Chance To Adjust 

You’ve conducted a survey and see that perhaps you’ve been focusing all of your efforts on delivery services. If most of your customers say delivery is seamless, but a few of your staff are poorly trained, rude, or make continual errors, it may be time to make some tough decisions. 

Getting both positive and negative feedback helps your ability to come up with a game plan. In this case, you may want to congratulate your team on amazing delivery services. However, you will also need to transition and spend more time and resources on training. If necessary, you may need to let go of workers who are unwilling to learn, adapt, and alter their work style. But by doing so, your client base will see you’ve improved and potentially become repeat customers.

Make The Best Business Decision By Choosing Expert Copywriters

After you’ve surveyed your audience, you might feel ready to take the next step but don’t know where to start. Have a list of deliverables in mind? What about a marketing campaign you’re SO ready to get fired up?

Whether you need completely new website copy and additional pages, or just a few blog articles to send out, we can do it all! 

Get started on creating the best lead generation ideas for your business.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Productivity Tips For Entrepreneurs

4 Productivity Tips For Entrepreneurs To Accelerate Marketing Results

Maintaining daily productivity is a delicate balancing act. Between your personal life, mental and physical health, and all the daily tasks involved in building your business, learning how to keep everything straight is a bit of a curve. 

But once you have a foundation for managing every little detail, you’ll find that you can accomplish anything you set your mind to doing. 

And your business will grow as a result! 

So to help you start tackling your ever-growing to-do list, keep these productivity tips for entrepreneurs in your bookmarks for a reference guide, and you’ll see your marketing results catapult! 

Accelerate Your Marketing Results With These Productivity Tips For Entrepreneurs

If you’ve ever found yourself saying, “there has to be a better way to do everything,” it’s time to lay down a foundation that will catapult you to success. 

Most productivity tips for entrepreneurs are like habits. They will take time to apply and implement. But if you practice patience as you’re trying new things and keep showing up each day, these habits will eventually stick.  

Does your business need website copy that connects with your audience? Feel like you’re wearing too many hats? FocusCopy brings clarity and engagement to your B2B marketing so you can close more leads. Want to get started? Schedule a call so we can talk about your goals

1. Find The Routine That Works For You 

If you don’t feel like your current routine is serving you and your goals, it’s time to reassess. Routines are the most crucial, make-or-break component of your productivity. 

Working at different times each day will drain your energy fast – not to mention waking up at different times or going to bed at different times. 

A routine is what keeps you on track. It’s what guides you through each hour of the day. It helps you stay focused. And most importantly, it is what tells you when it’s time to step away from your desk

A good, consistent routine will improve your productivity significantly. A bad, chaotic routine will leave you feeling drained all the time and like nothing is ever getting done. 

While it can take quite a while to find a routine that works for you and make it stick, once you find your groove, you’ll find you’re able to produce results on a consistent basis.

Don’t be afraid to experiment a little when creating your routine. While it’s common advice to start work early in the morning, we all have different biological clocks. 

If waking up at 4:30 every morning isn’t your cup of joe, think of your ideal wake-up time and when you feel the most focused. Then, build your schedule around those hours. When you wake up matters much less than how consistent you are with your schedule – which brings us to our next productivity tip.

2. Stay Consistent

Consistency can be a bit of a double-edged sword. When you consistently practice good habits, your productivity will soar. But the more that harmful habits start to creep into your daily routine, the more your productivity will suffer. 

All those little short social media scrolls can start to add up. And before you know it, you’ve lost an hour to distraction. 

Start by tracking your time! We are habitual time trackers. Every single task we have in our process is timed. It holds us accountable and helps us focus on the task at hand. We track all our time inside ClickUp (affiliate link here), but we also use Flow (a Pomodoro timer app) if we need to be seriously focused.

At first, building consistency is difficult. I’m not going to lie to you. It takes time, patience, and diligent effort to put good habits into practice. 

However, consistency begets consistency. The more you do a certain habit, the faster you will be consistent. This doesn’t mean that some days aren’t going to be slightly harder. Whether you’re feeling more tired than usual or just not feeling it at all, it’s normal to have off days. But consistency is what helps you show up anyway. 

And remember, what you put into your business is what you will get out of it. So as you might imagine, putting in the effort every day will start to add up. 

3. Take Breaks Seriously

Breaks are huge. Even though it can be difficult to designate a stopping point when it feels like you have so much you want to accomplish, even entrepreneurs need rest. Remember, we’re humans – not machines! 

And in reality, long workweeks can actually cause us to see diminishing returns on the time we put in. And since time, not money, is the most valuable investment you can make in your business, use it wisely. All of this is to say: quality, not quantity!

Pro tip: it is okay to take breaks in your marketing. This is your permission slip to take a break when you need it most. Can’t handle the amount of business you have? Turn back your marketing.

4. Find Your Flow 

The structure of your schedule acts sort of like a predictor for the success of your day. In other words, you cut out unnecessary distractions that go into making multiple decisions when you have a clear idea of what you’re going to be doing and when.  

It might not seem like making decisions can harm your productivity, but you would be surprised! 

Did you know that high-performing entrepreneurs and leaders often talk about wearing the same thing every day? That’s because they’re cutting out the number of decisions they have to make (and thus, the number of distractions). As it turns out, more choice isn’t always a good thing. 

And while it might sound extreme, some researchers have recently estimated that we make thousands of choices in our day-to-day lives. The exact estimation? 35,000

Can you imagine how much extra fatigue builds up as a result? From choosing what and when and where to eat, to our clothing for the day and the tasks we set for our business – try to make fewer choices, not more! 

Time-Block Your Emails & Meetings 

Speaking of decisions, think about creating a time block for responding to your emails or taking meetings over Zoom. 

Designate a time in which you will have your inbox and Calendly open, and then do your best to commit to that timeframe. In a way, time-blocking is kind of like setting healthy boundaries. You need them. Your emotional health, your relationships, and of course, your productivity all benefit from boundaries.  

Because pausing your work to respond to messages or meet with clients can slow down your work significantly. Every distraction or notification you switch your attention to can cause you to lose focus and steam on the task at hand. And once you stop working on something, it can be much more difficult to get back into the groove. This also means…

Avoid Multitasking

You’ve probably heard talk before about “being in the zone” or even felt like you were in the zone yourself while you’re working on something engaging. And that’s actually because “being in the zone” is a real psychological phenomenon! 

It’s called “Flow”. And when we enter a flow-state by eliminating distractions and focusing our attention on one thing at a time, we can actually produce a lot of results in a shorter period than if we were constantly switching our attention from one thing to another. 

A good way to keep your focus on a singular task is to turn your phone onto airplane mode, mute notifications on your desktop if you’re working on your computer, and then set a timer! 

Try to work on just ONE THING for as long as the timer is counting down, and see how much you accomplish. Setting a timer is also a great way to help you get out of a slump on a particularly low-energy day. 

Looking for more helpful content for your entrepreneurial journey? Stay up to date with our newsletter and content for tips and tricks, marketing advice, and support. Sign up for the FocusCopy Insider’s List

Delegate Tasks

Similar to cutting out distractions, if you have a team, delegate tasks so that you can focus your attention on other priorities

Your team is a group of people you should trust – so you know that by delegating them an assignment, they will be able to rise to the occasion. 

Additionally, if you don’t have a team yet, think about forming one if you’re at that stage of your business. Having a group of people you can depend on is huge for a business owner’s productivity. And feeling like you’re supported can help you combat feelings of imposter syndrome that so many entrepreneurs face today.

“Eat The Frog” 

Speaking of sayings… Have you ever heard the advice, “eat the frog”? This means that before you do anything else on your to-do list, you tackle the thing that is giving you the most anxiety or that feels the most daunting. 

When we get the harder things out of the way first, we actually help our productivity because we gain a sense of accomplishment before we even take lunch. 

This can boost our motivation and help our minds stay clear and focused because we aren’t distracted by all that dread building up in the back of our minds. 

While it’s perhaps the most difficult time-management skill to put into practice, (and can certainly be the most intimidating!) with all things, we get better the more we do something. And adopting this habit early in your entrepreneurial journey will help you see incredible results. 

It’s okay if you have to season the frog a little first, though. No judgment here!

Want To See Your Marketing Results Catapult? 

The life of an entrepreneur and business owner involves wearing a lot of hats. But connecting with FocusCopy for all your copywriting and content marketing needs allows you to hang up your writing hat and focus on other parts of growing your business. We want to help you succeed by converting your prospects into long-term clients, as well as offer you support on your entrepreneurial journey. Find out more about our services and let’s hop on a call! 

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
generate leads with a book

How To Sustain A Business’s Growth & Generate Leads With A Book

Ever fantasized about writing a book? 

Your name on a shiny hardcover.

But beyond the spine wrapping around your words, there’s another reason (a more profitable reason) for you to write a book. 

My friend, author of 20+ books, and the founder of Plug & Play Publishing, Weston Lyon and I sat down to talk about how to build a business with a book.

Not a professional writer? Don’t worry about it!

Plenty of business owners and entrepreneurs have written about their experiences and expertise, because it matters. Ultimately, you don’t need to be a professional writer to have something to say.

My friend, author of 20+ books, and the founder of Plug & Play Publishing, Weston Lyon and I sat down to talk about how to sustain a business’s growth and generate leads with a book.

What Are You Doing To Support Your Profit Centers?

Hitting every avenue of your profit centers is going to be the key to unlocking your business’s unlimited potential. It’s also important not to neglect one over the other. As you may already know, running a business takes a semi-seamless tango of the two to keep your company running smoothly. In addition, focusing on both profit centers keeps customers happy, too.

Front-End Profit Centers

The front-end of your business is the part that current and potential clients are likely to purchase or order because it’s geared towards a new client relationship. Your front-end profit centers include business efforts related to marketing, public relations, how you make your sales, and so much more. In other words, front-end centers include pretty much anything that attracts clients to your company.

Deliverables, such as digital ads, printed brochures, and pamphlets, can all resemble front-end examples. These types of deliverables often take the cooperation of several people or departments to produce. However, as we’ve said before, it takes more than the focus of one profit center to keep up with a successful business.

How To Improve Front-End Profit Efforts

Consider how your business strategies help the front-end part of your business. If it’s been a while since you’ve evaluated your strategies and you seem to be hitting a wall in growth, it’s time to go back to the whiteboard.

A few items you should take a look at and expand upon include:

  • Social media
  • Blogs
  • Website copy and design
  • Email campaigns
  • Additional learning opportunities to stay on trend

Need help with blogs, website copy, or other areas of writing for your business? Schedule an appointment with me to see how FocusCopy can help.

Back-End Profit Centers

Your back-end profit centers are going to relate to what happens behind the scenes of your business. This includes areas such as whoever deals with finances, administrative needs, and other forms of documentation. While this particular profit center isn’t seen by your customers, it’s where your profits lie. A back-end profit center that operates smoothly creates the flow of the business and sets the foundation for increasing its revenue every year. It’s essential and works in conjunction with the front-end to create a comprehensive business plan.

Better Support For Back-End Profit Centers

Similar to your front-end efforts, think about the last time you questioned whether your operations are running smoothly enough to continue to see growth. If you feel as though you’ve reached a standstill, it’s time to bring the team together and find active solutions.

Some areas of your back-end profit center you should focus on include:

  • Time management and efficiency
  • Gaps or areas of lost revenue
  • Ways to support your departments and team members
  • Software and applications used daily
  • Sales methods

Allowing yourself to question and rethink each one of these can ignite inspiration and get you on the right track once again.

How To Generate Leads With A Book

A book at the end of the day is an authority builder. When I first met Weston Lyon, he asked for my home address. Even though I may have thought that was an interesting question (especially in today’s digital world), I was absolutely thrilled to find his book, Stop Chasing Prospects, in my mailbox. 

Immediately, Weston jumped up as an authority. It’s one thing to be able to self-publish books for business leaders. It’s a totally different thing to work with a self-publisher who has also authored 21+ books. 

So how do you go about generating leads with a book? 

Give It Away For Free

This sounds counterintuitive, but wait a second. Because chances are, you’ve received items for free (or nearly so) that kept you going back to the source. And we know what you’re thinking. Giving your book away for free doesn’t have to include you standing in your own storefront passing them out to every person you see. There are a number of ways to get your book in someone else’s hands that doesn’t feel too pushy or salesy.

Ship It And Eat The Shipping Costs

Just like Weston did with me, you can be straightforward with the people you talk to and offer to send them your book free of charge. For starters, who doesn’t like receiving free stuff? Second, whoever you send it to is likely to be excited about it and feel valued that you’re willing to share something with them that is so personal to you.

Here’s an idea… say you’re not too comfortable with asking for this information in a one-on-one conversation. You can create a simple form fill page on your website asking for customer information with the incentive that they’ll receive a free copy of your book.

Worried about getting too many requests? Shoot an email with the page linked and say it’s only available for the first 20 people. Create a sense of urgency and you may be surprised at who jumps at the chance.

Position It For Free With The Person Paying For Shipping

Another way to bring your book to the forefront of someone’s mind is offering to send your book with a small shipping fee only. It’s better than asking someone to pay for the entire book plus shipping costs.

Don’t be afraid to make it a bit more enticing by offering a sneak peek (a page or two) of what you have to offer. Leave your audience hooked and wanting to know more. All they need to do is pay for shipping, and your knowledge can be theirs!

Include It Within A Subscription

Another good example of giving your book away for free is by seeing if you can include it with a subscription someone is already interested in. Audiobook and KindleUnlimited are just a couple examples of subscription-based services that also offer free books. This works because someone knows they want to pay for the service anyways, so why not get a free book with it? And if your book happens to help them out, all the better!

Sell It At Speaking Events Or Conferences

Finally, use your book to your advantage when performing at speaking events or conferences. The bottom line is people who are interested in what you have to say will be engaged enough to want to hear more. This is the ideal opportunity to talk about your book and lightly touch on its value without giving it all away.

Reach A Level Up As A Business Owner

If you can learn how to generate leads with a book, you can uplevel your entrepreneurial spirit. Don’t overthink it! Whichever route you choose, keep it simple and feel free to continue connecting with your customer base because you have a true passion for what you do. They’ll be glad you’ve shared your ideas and opinions, and who knows? They may even ask to hear more from you in the future.

Learn more and watch Wondering Whether Writing A Book Is Your Next Step? An Interview With Weston Lyon.

Interested in writing a book to grow your business?

Access author of 20+ books, Weston Lyon’s eBook on the 27 reasons why business owners say you should write a book.

Prioritizing Marketing Tasks

Prioritizing Your Laundry List of Marketing To-Dos

As an entrepreneur, many things are pulling your attention – growing your team, serving your clients, keeping your books in order, and so on. 

But what about your marketing? 

You’re told to write a blog, send an email newsletter, create SEO content, post on social media, create video content, learn all the algorithms, paid advertising, speaking engagements, and the list doesn’t stop there.

But through the noise, do you feel like marketing experts think about you and your capacity (brainwidth) as a small business owner?

Here are some things you can do to start prioritizing marketing tasks.

Get Organized And Start Prioritizing Marketing Tasks

A great place to start is by making your dream list. Come on, let’s brainstorm together! 

Ask yourself, what is your all-the-bells-and-whistles checklist? You know, the whole laundry list of marketing ideas you’ve ever wanted to implement. If you’re stuck or need some suggestions, you can:

  • Review your website copy. Does it still fit you and your company’s vision? Find a copywriter who can spice it up.
  • Are you getting any traffic? Use a writer who knows SEO to help.
  • Do you have social media followers? Work on a social media strategy that can boost sales for your business.

Now look at your list and ask, what is your more sensible barebones checklist? 

This checklist is what you need to begin and get going on building your marketing strategy.

Whether you’re running the show or you have a team of helpful employees, there are some small things you can do to be productive and get organized. 

ClickUp is an online task management tool that you can use to plugin projects you need to get done, set deadlines, assign tasks to staff, and so much more. Because it’s such a user-friendly system, prioritizing your laundry list of marketing to-dos is that much easier.

A Breakdown Of Marketing Strategies

Let’s talk about several marketing strategies you may have seen over time. Let’s determine if it’s something that you want to focus on and use for your business.

Blogging

If you don’t have an SEO strategy or you don’t have a lot of website traffic, blogging could be a useful channel. With blogs, you can kick up your ranking through SEO best-practices. Doing so gives your prime audience helpful information and a sneak peek into your industry.

Lead Magnets

Your traffic rate is reasonable, but you don’t have a substantial email list of current and potential customers interested in your services. Lead magnets can get you into your customers’ minds to find out what their pain points are and what’s important to them in a solution.

Call-To-Action

It’s okay to put your customers on the spot. Ask them for their email or create other ways to encourage them to take an action on your page. Use phrases like:

  • Subscribe
  • Sign Up
  • Learn More
  • View Pricing
  • Order Now

Landing Page

A useful landing page is an engaging and easy-to-read snapshot of your business and its services. It helps to lead a viewer to click and take them to the next step. Whether the page leads them to a phone number, email address, or order form – you want your customer to take action here.

Cheat Sheet Or Guide

Post a simple cheat sheet or guide informing others of your business model or the way you produce a product. This is a quick way to get them to understand more of what you do. Again, you want them to take action and reach out to you.

Video Or Audio

Think of a video or audio bite as a more modern version of a cheat sheet. Not only can you show off a bit of your personality here, but you’re also giving your audience a way to interact. By doing so, they are more likely to make an action on your page and seek your services. 

Quiz 

There’s nothing like a fun quiz to get an audience engaged and interested in signing up for future emails (check out this fantastic example here). Quizzes are an interactive way to get your audience to question themselves and realize they may need your help. Whether you want to lead them to make a purchase or sign up for your emails to reveal their answers, you really can’t go wrong with a winning quiz.

Email Marketing

Some lively and informative email marketing can help you turn your traffic into leads and eventually into buyers. A good email marketing strategy keeps subscribers in-the-know and consistently aware of your brand.

Social Media

It’s okay to start small with social media. You don’t want to overwhelm yourself with the idea of posting on all outlets every day. It’s better to create a stable community of advocates and promoters for your business little by little.

Paid Advertising

Paid ads can kickstart awareness of your business. This can help grow your following, traffic, regular subscribers, etc. It pays to invest in yourself.  

What Are Your Marketing Priorities?

Keep in mind that you can do it without feeling like you need to do it all. 

For this upcoming quarter, make a list of 3 things you’re going to do well. It could even be cross-sections of a topic (i.e. send one newsletter a week instead of full email marketing campaigns). Then determine whether it genuinely looks doable to you.

If you know the direction you would like to go in, but you’re struggling with writer’s block, take a look at our blog 11 Tips on How To Overcome Your Writer’s Block.

Check Us Out & Check Off Your Marketing To-Do List

We’ve listed some insights into what you should really focus on between all of the agencies, consultants, and experts so you don’t skip the important stuff. Make reasonable requests for yourself. Can you put out one email a month? One blog a month? What about one social media post a week?

As a small business owner, it’s important to be true to yourself, your capabilities, and your budget.

Need some help with your prioritizing marketing tasks or creating content? Give us a shout, and we’ll get you where you want to be – operating in a timeframe that works for you.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

Experiential Branding

Experiential Branding with Go Savvy: Building Brand Equity

ALL businesses have been impacted by the COVID-19 pandemic. For some, the impacts have been minor. But for others, there is major interruption of normal business practices driving the need for dramatic shifts in event plans and innovative financial strategizing. 

How Can Businesses Persist Through The Pandemic?

If you haven’t been impacted in a major way by the current state of affairs, you probably know someone else who has. 

My good friend and referral partner Savannah Becerril is the founder of Go Savvy – an experiential event planning company known for its savvy organization of creative and memorable events for businesses in the Houston area. As you can imagine, she orchestrated several swift shifts in event plans in the past couple weeks due to coronavirus. 

We’re all doing our part to flatten the curve. COVID-19 is a serious public health threat. It’s essential to respect federal, state, and local mandates by putting a pause on public gatherings (at least for the next 1-2 months). But for many, in-person events are the cornerstone of their businesses. 

So how can businesses host safe and successful events in the midst of social-distancing? 

Postponing is one option. Thankfully, Go Savvy works with a network of supportive vendors, sponsors, and speakers, so they were able to successfully postpone all the events that could be postponed. 

But what about the majority of businesses who don’t have the same level of support? Many have taken on financial losses and/or are experiencing setbacks in their company goals. 

This past week, Savannah and I put our heads together to talk about ways we could help companies persist through this pandemic. 

If your business or a business you know is looking to generate positivity and persistence, then there is no better time to start experiential branding. This creative marketing approach can help businesses make a positive post-pandemic comeback. 

What is Experiential Branding?

Experiential branding (a.k.a. engagement marketing) is a relatively new marketing term. Typically, when we think about company events, we imagine things like networking events or trade shows – events where sometimes the only thing enticing members to attend is the alcohol, evening networking mixers, or parties. 

On the opposite end of the spectrum is experiential branding – it provides meaningful brand-centered experiences for attendees. While it sounds like event marketing, the experience doesn’t always have to be at an event. There are ways to create experiences without gathering in-person!

Now is the perfect time to spark your creative energy and make an experiential branding plan. 

Capitalize on Your Down-Time

American business leaders constantly race to meet deadlines. Now that we’ve been forced to slow down, we are quickly becoming professional couch potatoes. Put down the remote. Take a break from Netflix and Disney+ to take advantage of that time instead. Don’t let the opportunity of time pass by!

Here’s how you can start capitalizing on your downtime to recover your business.

3 Steps to Recover From Coronavirus-Impacted Events

There is a light at the end of this coronavirus tunnel. In these uncertain times, you can still take certain measures to recover from COVID-19’s impact on your business. 

1. Piece Together Your Path Forward

First, determine whether your events should be postponed, canceled, or moved online. Here’s how to decide on the best path forward.

When To Cancel

Although Go Savvy prefers to postpone events, they understand it isn’t always a wise or cost-effective decision. 

Was your event seasonal-themed? 

If so, it might not make sense to postpone the event into a different season. A Spring Fashion Showcase wouldn’t have the same allure for attendees in August when they’re already anticipating Fall looks. It’s better to cut your losses. 

When To Postpone

When your event isn’t centered around a time-sensitive theme but gathering in-person is still essential, postponing is in everyone’s best interest. 

Speakers, sponsors, staff, vendors, and attendees who were excited for your event will be thankful they can still attend later. Your event could fare the same or even better a couple months down the road when public gatherings resume.

When To Go Virtual

If your event was going to happen in-person, but the theme of the event wasn’t tied to a specific time or place, going virtual is a very lucrative option. 

You’ll be able to bypass any uncertainties in rescheduling with venues and expand your audience to a larger geographic area – world wide if you choose! 

At any other point in history, being together while being apart would be an anomaly. But modern technology has made it possible. We have an array of free and fun online platforms at our disposal. Put them to use!

2. Communicate Event Changes Effectively

After you’ve decided on your event changes, you’ll need to create a plan to communicate them effectively. 

The way you communicate with your community will make all the difference in your recovery success. For tips on this, check out last month’s blog post on communicating through coronavirus. In order of importance, communicate with your planner, vendors, and then finally the attendees. 

Reach Out To Venue & Vendors

Review your venue and vendor contracts. Make sure there are options available during emergency and global situations like COVID-19. If not, take this as an opportunity to work with your venue and vendors to renegotiate terms that can work well for all parties.

Have A Sensitive & Strategic Refund Policy

If you cancel your event, make sure to offer a refund to all parties involved. Even if you decide on postponing, you should offer this option too. Offering a refund provides more transparency and trust for your brand – building brand equity. 

However, in the case of rescheduled events, the key is to offer a refund but not to streamline it. This will make it clear that you’re still excited and positive about hosting the future event while still being sensitive to attendees and vendors’ financial circumstances. Most people who truly support your event will bypass requesting a refund and wait for your event’s new date.

Keep Attendees In The Loop

In the case of canceled events, keep your community in the loop about what factored into your decision. They’ll be grateful that your business is committed to taking public safety seriously. Spin the situation as positively as possible by directing them to other events that you have on queue in the future.  

For rescheduled events, you’ll want to keep your current audience and grow it before the new date. Keep the excitement and anticipation alive! Social media and web presence are key here. That’s why now is a crucial time to invest in your business marketing.

Traffic & Conversion Summit postponed their annual summit for entrepreneurs and digital marketers to later in the year. BUT they also put together a virtual summit (which you can still access on their Facebook page) for everyone to view. They already had the content from years past; they just had to package it to build even more hype for the postponed event. 

3. Improve Event Experience

Seeing the good in this very grim situation isn’t easy. But here’s a silver lining: this situation presents an opportunity to improve your event experiences

Think back to when you first started planning your event. Was there something you initially expected to include that didn’t make the cut? Did you discover something exciting to add to the event, but it was too late? Well, now is your opportunity! 

And one of the most optimal ways to improve your business events during these uncertain times is through experiential branding.

Why Companies Need to Invest in Experiential Branding in 2020 and Beyond

Experiential branding will undoubtedly be a useful tool to help businesses persist through the pandemic and recover after the smoke has cleared. Here’s what it will empower you to do…

Grow Client Relationships Through Digital Interactions

What many businesses don’t know is that they can grow their client relationships without a physical gathering. 

You can do this through digital interactions – and not just virtual events. Think hashtags, brand-themed social media camera filters, or virtually-driven community challenges. These are all ways to create digital experiences around company products, services, and values that will get your clients involved.

A creative digital interaction that provides your clients with a meaningful experience will grow their affinity toward your brand and make them more likely to spread the word to others.

Encourage Emotional Engagement With Your Brand

What kind of emotion do you want people to associate with your brand? If you haven’t considered this question, you’re missing out on a vital way to engage with your audience. 

The right experiential branding experience can encourage your audience to feel happy, motivated, relieved, empowered, or inspired.

The more emotionally engaged your clients are, the more memorable your brand will be. If the emotional experience is impactful, you’re on your way to fostering brand loyalty. 

Gain Media Momentum 

Experiential branding can often take the form of public art installations or stunts –  either in the real world or online. If your business is looking for a way to generate buzz, this is a great way to get people talking!

The more creative your experiential branding event is, the more buzz you’ll generate. With the right experiential event planner, businesses can maximize this approach to keep anticipation high for rescheduled events or to introduce new products and services in the future.


Meet Savannah Becerril of Go Savvy

Meet Savannah Becerril, founder of Go Savvy. She is a dear friend of mine, a graduate of the Wolff Center for Entrepreneurship (the same program I graduated from), a client, and a referral partner. We do a lot together, and there is no one I would rather trust with my event planning and experiential branding than her. Please check out her site at gosavvy.biz and follow her on social media. 

Instagram | Facebook | Twitter| LinkedIn


Want to receive blogs like these in your inbox each week? Subscribe to our Insider’s List below.

Content Is NOT King In Marketing

In accounting, we hear the phrase “cash is king”. And in marketing, we hear “content is king.”

I’d like to challenge that premise with content is NOT king in marketing.

Okay, that’s a pretty big claim, but I have reasoning! 

You see there will be more pieces of information produced in 2020 than in all history before (TechJury). Consequently, there will be so much content that competition for eyes to read it will become increasingly more difficult. Marketing should not just be about content marketing or producing content. 

But digital marketers are continuing to advise companies to work on their content marketing strategies to reach more leads. Let’s get into why content is NOT king in marketing.

Why Content Is NOT King in Marketing

Content is not king in marketing because content alone does not address this one thing… Your customer! 

In fact, your content is just information clutter in the space of overwhelming data. It’s absolutely useless, time-consuming, and a waste of money… if it isn’t about your customer.

Your customer is and must be king.

Customer centricity in your business is the difference between a flourishing business and a bankrupt business.

Making Your Customer King In Your Content Marketing

If your customer isn’t the center of your business, then you have no business – or at least it won’t last much longer. They have to be the center of your business life – marketing, processes, accounting, sales, operations, etc. 

If one area of your business does not serve your customer, then you are either not making it easy for your customer to do business with you, or you are not adding the value you should be. The customer, more than likely, has dozens or hundreds of other options to choose from. If they realize this, they’ll leave you high and dry. 

We are a firm believer of putting the customer first. Before we even start discussing the product, we talk about the customer. Your product must solve your customer’s problem.

Examples of Companies Making Their Customer King

I could tell you over and over again that you need to be customer centric, but what does it actually mean? 

We’ve compiled a few examples of companies or organizations that are in completely different industries with different products. I’m a fan of all these organizations because they make their customer king!

Google

Every year, Google makes approximately 300 adjustments to their algorithm. Heck, SEO companies have a completely different job every two years because the algorithm is completely different. Why does Google do that? They listen to their customers. 

They act as a thought leader and standardize what is quality, relevant and trustworthy. Why do you think that Google is an adjective, noun, and a verb?

In the same way, you cannot remain the same. Your customer sure doesn’t stay the same. If you haven’t changed, then you need to adjust yourself.

Costco

Costco – the member warehouse club – scores big on being all about the customer. heir mantra for operations is: “keep costs down and pass the savings on to our members” (Costco). If that doesn’t scream customer is king, then nothing does! 

Facebook

Facebook has recently changed their algorithms to put more posts and groups in front of users. Although this may hurt advertisers, Facebook is putting their users first – even if they aren’t spending money on the platform. If Facebook doesn’t have users, they offer zero value to their advertisers.

Chick-fil-A

“My pleasure.” This organization has a product so simple that it should be so easy to sell – chicken sandwiches. But Chick-fil-A takes their customer service to a whole other level. They greet you, thank you, serve you faithfully, and make your experience top notch. There’s been stories of team members jumping out of the drive through window to help a choking patron, restaurants opening outside of business hours to serve communities destroyed in natural disasters, and going above and beyond.

“We should be about more than just selling chicken. We should be a part of our customers’ lives and the communities in which we serve.”

S. TRUETT CATHY

That’s customer focus.

Houston Astros Baseball Team

I once heard Reid Ryan, the President of Business Operations for the Astros, speak at a luncheon. He said something that spoke to the very customer-centric culture built in to their organization. They take all their analytics and have crafted specific “nights” for their different customer personas. As a result, they have…

  • Tuesday Dollar Dog Nights ($1 hot dogs) 
  • Friday Night Fireworks
  • Saturday Kroger Family Nights (with food specials)
  • Faith and Family Nights

And that’s just them serving their ticket holders! The players add to the customer experience by going out into the community, interacting with fans, and creating an experience for fans (hello World Series!). 

Go ‘Stos!

via GIPHY

Making Customers King In Your Company

Your company may be different. I want to challenge you today to write 5 areas where your customers interact with your company. Then for each of those areas, write 5 improvements you could implement. 

Start by asking questions like…

  • Does this add value to my customer?
  • Why do my customers keep coming back to me?
  • How does this impact my customer? 
  • Does my customer even care?

If you need help transforming your perspective and becoming customer centric, click the button below to get connected with your full-service copywriting team.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words